Television

Interactive television introduces product experience to promote Vanish in India

Mumbai, August 29, Interactive Television - pioneers and market leader in the rapidly expanding movie marketing industry, have introduced "product experience" concept for brand promotions for their client Reckitt Benckiser.

For Reckitt Benckiser - Interactive has planned a series of promotional activities for "Vanish", a stain remover across 10 different cities in Andhra Pradesh such as Hyderabad, Vishakhapatnam, Vijaywada, Warangal, Guntur, Tirupati, Cuddapah, Nellore, Kurnool, and Kakinada. The promotion kicked off around August and is scheduled to run until 15th September 2005.

As a part of the promotion, Interactive has organized "Vanish Challenge" in 37 theatres like RK35 and Sangeet in Hyderabad, Sri Venkateshwara and Jyothi in Vishakhapatnam, and Alankar in Vijaywada to name a few. The aim of this exhilarating promotion, is to give the audience the first hand experience of the product where the promoters will stain a piece of cloth with eggs, sauces, tea etc. The teams will then demonstrate the "Vanish challenge" on the spot. The activity aims to physically demonstrate the brand proposition of "getting rid of the thoughest of stains", to its target audience.

The promotion aims to build brand recall, reinstate the brand claim, and use the captive nature of the medium to create maximum impact. The promotion also includes screening the product commercials during the film.

According to Mr. Ajay Mehta, Director, Interactive Television, "Innovative branding helps not only to capture the minds of the target audience but also helps to increase non traditional form of advertising. We designed this launch activity to add product credibility and to give customers an on the spot feel of the brand. This promotion has been a stupendous success where we have managed to demonstrate the product to more than 4000 people and we expect a number of them to convert into active brand users. Door to door marketing is old fashioned now and to create a niche for FMCG products, real time experience is convincing and exciting to customers".

On Interactive Television: A seven-year old company with national presence. Offices in Delhi, Bombay, Bangalore, Calcutta, Hyderabad, Chennai. Interactive's total capitalized billings was Rs. 32 Cr. in the year 2004-2005